Digital marketing better than local marketing


The Quality Score is a rating that looks at the overall relevance of keywords, ads, the landing page, and the landing page experience. It is measured using a scale of 1-10, with 1 being the lowest and 10 being the highest.

In practice, Quality Score works by acting as a general guide for whether or not an advertiser’s ads are relevant and useful. The higher the Quality Score, the more relevant and useful an ad is perceived to be by Google. Vice versa for a lower quality score.

Google quality score tests the validity of our Google ads.

The quality score of a Google Ad depends on 3 main factors – Relevance, Historical CTR, and Landing Page Quality.

  • Relevance
  1. Keyword Relevance- Relevancy of the keywords to the query.
  2. Ad Text Relevance – Relevance of the remaining text in the ad to the query.
  • Historical CTR
  1. Historical CTR is calculated as the percentage of clicks to impressions.
  2. The higher the percentage, the higher the score.
  • Landing Page Quality
  1. Site Load Time- The time taken by the landing page to load upon a click plays an important role in deciding the ad quality score.
  2. Navigation- Inside the landing page, the easiness or difficulty with regards to navigating the website also plays a crucial role.
  3. Transparency- By transparency, we mean the different policies like cookie policies and privacy policies that mention the necessary details.

What can you as an advertiser do to improve the quality score?

  • Choose the right keywords: Make sure that you are targeting the right keywords for your business. You can use Google’s Keyword Planner tool to help you find the right keywords.
  • Write effective ad copy: Your ad copy should be clear, concise, and relevant to the keywords you are targeting. It should also be persuasive and encourage people to click on your ad.
  • Land on relevant pages: When someone clicks on your ad, they should be taken to a page that is relevant to the keywords they searched for. This will help to improve your click-through rate (CTR), which is a factor in your quality score.
  • Use negative keywords: Negative keywords are words or phrases that you don’t want your ads to show up for. For example, if you sell shoes, you might want to add the negative keyword “free” to your account so that your ads don’t show up for searches like “free shoes.”
  • Track your results: It’s important to track your results so you can see what’s working and what’s not. This will help you to optimize your keywords, ad copy, and landing pages to improve your quality score.
  • Use long-tail keywords: Long-tail keywords are more specific than short-tail keywords, and they are often less competitive. This means that it is easier to rank for long-tail keywords, and they can also have a higher click-through rate.
  • Use ad extensions: Ad extensions are additional pieces of information that can be added to your ads. They can include things like your phone number, address, or website address. Ad extensions can help to improve your CTR and your quality score.
  • Use ad scheduling: You can use ad scheduling to show your ads at certain times of the day or week. This can help you improve your CTR and your quality score by showing your ads to people who are more likely to be interested in what you have to offer.
  • Use ad rotation: Ad rotation allows you to show different versions of your ad to different people. This can help you find the ad copy that works best for your target audience and improve your CTR and your quality score.

Now, that we know how to improve the quality score and why is it important, let us have a quick summarization. We know that Quality Score has a direct correlation with your success in Google Ads and Microsoft you’ll be setting yourself up for a higher return on investment (ROI). That’s because higher Quality Scores correlate with lower cost per conversion! Cost per conversion is different from cost per click. It’s not how much you pay for each click, but how much you pay when someone takes the action you want them to take, whether that’s signing up for a free trial or making a product purchase. Hence, by improving the quality of Google ads, we can significantly expand our customer base and achieve the ultimate result of advertisements.

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